For an API product, how have you been able to successfully continue engagement with developers after they have completed onboarding? Strictly email? Does that outperform/under perform regular web and mobile customers?

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4 Answers

Developer Product Marketing

Justine Davis

ServiceNow VP Dev marketing, Community, Dev rel • 3y

In product is good, but only if it is helpful. Do not make your product times square. Release. notes, blogs, social leading to blogs, whats new section in product, office hours, newsletters, etc. work well. Just give them the option to self serve the information they need and stay out of their way for a solid product led growth funnel for developers.

973 Views
Vishal Naik

Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y

Newsletters are great--to a developer or not, email marketing has a ton of value. At my last company, email was the #1 driver of actions–that was consistent with web and mobile customers as well. But there are a handful of other mediums you can lean on as well. YouTube, Stack Overflow, Twitch, Reddit, Twitter, and LinkedIn all have done pretty well. Also at my last company, someone on my team had the idea to run Google Display ads, and they performed really well. Depending on the size of your or ...Read More

1,468 Views
Rinita Datta

Splunk Director, Product Marketing | Formerly Morgan Stanley • 1y

In our experience, the technical audience engages most with emails during the onboarding phase. Once they attain value, email engagement tends to taper off, and they are more likely to look for self-serve resources to serve their needs. Hence, we take a multi-channel approach. While email still gives a high ROI, we invest time in in-product messaging, regular events like technical webinars and virtual AMAs, reminders and recaps on Slack, in-person events and meetups, blogs highlighting new produ ...Read More

691 Views
Indy Sen

Canva GTM Advisor/Fractional Leader/Author | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport, Canva • 4y

I like the spirit of this question, as it's not just relevant to API products but also any product that has a similar onramp due to it being technical. You also touch on something that many inadvertently forget--that it's not enough to launch a product, you also have to think about the "landing" and how to drive continuous engagement. Here are the few things I've seen teams do: At the product level, you want to monitor API usage, and depending on the behaviors you're trying to drive, figure out ...Read More

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